관광상품 가치지각에 관한 연구

Determinants of Packaged Tour Users’ Perceived Values

This study aimed to understand how tourists perceive their values after consumption and to identify the relationships between perceived values, costs, and performance based on Zeithaml’s Means-End Model(1988). Data was collected randomly from Korean packaged tourists who came in through the various arrival gates of the Incheon International Airport. ANOVA was used to identify the interaction between perceived performance and value as well as the interaction between perceived cost and value. The results of the analysis revealed that tourists evaluated the value based on both perceived costs and performance. The perceived performance affects the awareness of perceived value, whereas the perceived price influences the size of the perceived value.